The Gold Dragon Fish Market Strategy In The Background Of Transgenic

In recent years,more and more edible oil has been consumed,as people are living in a better life.During the past 10 years,the overall market of edible oil has been increasing quickly,about 10%per year.By the end of 2014,China edible oil consumption had reached to 35000000 tons,which is a new record in history.At the same time,the proportion of small package edible oil is becoming higher and higher in the whole edible oil industry.However,the soybean oil hasn't got a obvious growth in the past few years.In some areas,the sales even went down.It is because that more and more people shows negative attitude to the genetically modified food and the soybean oil was made of transgenic soybeans.As a result,the market share of soybean oil is smaller than ever before.Gold Dragon Fish,whose parent group is William International Group,is a diversified enterprise,running gain and oil processing,oil chemical industry,and international trade.In 1991,the company produced the first "small package edible oil"which create a new history in the edible oil industry in China.In the support of strong R&D ability and brand operating ability,Gold Dragon Fish has got remarkable achievement in the edible oil market.And now,Gold Dragon Fish is the one of most biggest company in the word in edible oil industry.However,in 2010,"GDF incidents" brought a catastrophe into the brand,which transfer the company from a high growth to a low growth.How to downplay the influence of "transgenic event" and promote the group to a higher speed growth has become the most important task for everyone working here.The paper aims to give advices to the decider,from analyzing the attitude of consumers and analyzing the transgenic event.Meanwhile,the author deeply study the company's external environment by PEST model and five forces models,giving out the company's strengths,weakness,opportunities and threats.Finally we work out the market strategy by using the model of SWOT.The goal of Gold Dragon Fish market strategy is that rebuilt consumers' confidence of Gold Dragon Fish who is the health standard in edible oil industry.And we should do more things to reach this aim such as optimizing the structure of products line,adjusting the marketing methods and so on.At last the author gives out three specific strategies.Firstly,product strategy,aims to get rid of the label of transgenic.Secondly,brand strategy,aims to lead the healthy standard for edible industry.Thirdly,operation strategy,aims to explore the"customization" mode.